Laura   Ramos

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Now Tech: B2B Customer Engagement Marketing, Q1 2019

    Forrester's Overview Of 22 B2B Customer Engagement Marketing Providers

    February 22, 2019Laura Ramos, Matthew Camuso

    You can use customer engagement marketing (CEM) to identify and engage passionate customers, turn them into advocates, and use post-sale customer experience (CX) to outdistance the competition. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, and post-sale marketing focus. B2B marketers should use this report to understand the value that they can expect from working with a CEM technology provider and to select one based on size and functionality.

  • For CMO Professionals

    REPORT: B2B Marketing Agencies, North America, Q1 2019

    Forrester's Overview Of 39 Service Providers Serving B2B Marketers

    February 8, 2019 Jay Pattisall, Laura Ramos

    You can use B2B marketing agencies to supplement your resources with leading expertise; elevate your creative and content; and drive value from data, analytics, and martech investments. But to access these benefits, you first have to select from a diverse set of agencies that vary by size, capability, and B2B focus. B2B CMOs should use Forrester's Now Tech report to understand the value they can expect from a B2B marketing agency and select agency partners based on size and functionality.

  • For B2B Marketing Professionals

    REPORT: Credible, Empathetic Content Wins Over Elusive B2B Buyers

    Four Practices Deliver Value And Engage Your Buyers' Attention

    December 7, 2018Laura Ramos, Matthew Camuso

    Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from producing content that focuses on what they do and step up to showing customers that they understand their problems and can help solve them. Read this report to learn how to ensure your marketing content better demonstrates empathy and credibility to win over reluctant buyers.

  • For B2B Marketing Professionals

    REPORT: Evaluate Your Sales Enablement Maturity

    Five Core Competencies Increase Sales Effectiveness

    November 6, 2018Laura Ramos, Meredith Cain

    B2B firms are reshaping their sales enablement function to give evolving business consumers a better experience, support sellers more effectively, and reduce the cost of selling to the business. To deliver these results, sales leaders must realign foundational approaches and assess their firm's sales enablement maturity. This report contains an assessment that helps B2B marketing and sales professionals identify gaps in the critical processes and capabilities needed to support a modern sales enablement function.

  • For B2B Marketing Professionals

    REPORT: Help Happy Customers Share Their Delight By Prioritizing Post-Sale Marketing

    How To Create Customer Advocacy Programs That Boost Your Brand's Influence And Success

    October 25, 2018Laura Ramos

    Customers would rather share their knowledge, experience, and advice than deliver some inconsequential, promotional testimonial. To tether post-sale experiences to authentic advocacy, B2B marketers must invest in programs that start the day customers sign up and deliver measurable business results. Read this report to learn why post-sale customer engagement marketing reinforces long-term relationships when you deliver valuable experiences that make customers want to back your brand.

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